Anybody else notice "Hot Price" for DVDs in ads?

Discussion in 'Archived Threads 2001-2004' started by BrianGC, Mar 6, 2003.

  1. BrianGC

    BrianGC Stunt Coordinator

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    Hi,
    I just got a DVD player for the first time so I started paying attention to the ads for DVDs in the Sunday paper. Has anyone else noticed that for many of the new releases they don't even put the price? I guess because of price matching, it's annoying whatever the reason.

    BrianGC
     
  2. Patrick Sun

    Patrick Sun Moderator
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    This has been going on for at least a year as retailers wise up to the price-matching practices of their competitors.
     
  3. Malcolm R

    Malcolm R Executive Producer

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    Brian,

    The "Hot Price" or "Low Price" is generally the same price as the item next to it on the page. Usually the HP or LP logo is overlapping two items. Both are usually the same price. Usually. [​IMG]

    This is seen in the current Best Buy flyer where "The Ring" is listed as HP, but the HP overlaps with the disc next to it which is priced at $15.99. What's Best Buy's HP for "The Ring"? $15.99. [​IMG]
     
  4. Bill Balcziak

    Bill Balcziak Supporting Actor

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  5. David Lambert

    David Lambert Executive Producer

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    In my Weekly Roundup, I always address this in the "fine print" up at the top of the first post:

     
  6. Bill Balcziak

    Bill Balcziak Supporting Actor

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  7. Jodee

    Jodee Screenwriter

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    It really has nothing to do with price-matching, it has more to do with MAP (minimum advertised price) policies.

    The studios pay for those Sunday ad placements and they have policies preventing the ads from running with prices that would undercut the rest of the marketplace.
     
  8. Ronn.W

    Ronn.W Second Unit

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    Jodee's right, retailers can't advertise a price if it's below a certain amount set by the manufacturer. They use the Low Price/Hot Price labels to 'connect' a price on 1 item to the price of another item. It's not unlike when an etailer has a low price on something and they have to make you add it to your shopping cart to see what the actual buy price is going to be, because they can't advertise the actual low price.
     

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